Thursday, March 12, 2009

Lethality looks like lolwhut?

LaRue Tactical, respected maker and seller of AR bits'n'pieces, had an ad campaign that featured the tagline "Lethality Looks Like This".

What lethality looked like, apparently, was a young hottie, braless under an unfastened tac vest, holding a pimped-out M4, with her unbuttoned trousers about to fall off. In glossy, 8.5x11" color on the back cover of SWAT magazine.

Now, I'm not one to get all Mrs. Grundy on an ad department. I know that advertising is an alloy of 50% hype and 50% sex. I know that BMW is not actually the Ultimate Driving Machine; that ParaUSA's GI Expert is not "GI", nor will it make me shoot like an expert; and that this Bud is definitely not for me. I know that I am statistically far from the mean of LaRue's target demographic; a whole bunch more hoo-ah twenty-year-old young males buy their stuff than cranky women old enough to be those Rangers' mom.

Usually, I just got a little chuckle at the full-page, full-color sultry commandette with her drawers half-off on the back cover, and then dove into the magazine to read the Pat Rogers article first, like I always do, before skipping to Louis Awerbuck's column at the back.

It only got embarassing if I was sitting on the front porch when the mailman showed up, and he was staring at my magazine, transfixed by the tactical vixen. I'd blush as he handed it over. I couldn't help it.

Thus, I had to laugh a little in sympathy when Sarah at Pointy Pen ran into the obverse side of the same coin.

22 comments:

TBeck said...

First we had the refugees from the Eastern Bloc slave trade selling EAA guns. Then there is Kahr pushing anorexia. I'm not surprised.

Assrot said...

You know how us men are. We just buy magazines for the articles.

:-)

Joe

P.S.- When I was 16 my mom said if I ever said I got that magazine for the articles again she would roll it up and jam it up my ass after she beat me with it.

Please don't tell her Tam.

Word Verificatios: fries

Oleg Volk said...

I've been designing gun ads for a while and just posted a few. I don't recall seeing any women in mine, dressed or not. I ought to remedy that lack.

Brandon said...

This post is useless without pics. ;-)

The Raving Prophet said...

I'm a guy, red blooded American male, straight, and not dead. I like pretty wimmins as much as the next guy, but yeah, I could do without LaRue's ads like that. I was using their screensaver until I noticed they had part of that ad as one of the photos- that's something I can't exactly have pop on my computer screen at church.

They make great products and the Dillos are dang useful. But I won't shed any tears when they tone down the sex appeal part of their ads (not the pretty AR-15s, but the pretty wimmins).

Cossack in a Kilt said...

Well, there's nothing wrong with using pretty women in ads. I'll bet there are some fine young ladies in ROTC that LaRue could sponsor . . . the kind who a) look good dressed, and b) could actually put some of the LaRueage to good use, and c) could probably outshoot most of the 20 year old hoo-ah/ooh-rah crowd.

How does the song go, something about how there's girls, there's women, and there's ladies?

Dang, here I go again, gettin' all grumpy and curmudgeonified.

Verification? "Ovedemag", that's where the mag release is on a Stoner rifle.

Caleb said...

This post is useless without pics

Quoted for truth.

Noah D said...

I'm sure the woman gracing the LaRue catalog was pretty, but this is what lethality looks like.

Firehand said...

Little like a gripe I once made about the people who draw the covers of some sci-fi and fantasy novels; women in leather & mail bikinis, men in breechclout and moccasins, etc. I think the comment I made was "I'd like to dress the jerk who drew this, and his girlfriend, up this way and then run them through the woods for a while; we'll see how well they think that works THEN!" Then-wife and the kids thought about running through the OK woods in such attire and laughed like hell.

Anonymous said...

I bet it wasn't a woman, but a gay guy, thumbing through her catalog.

reflectoscope said...

There's a nude woman, in a bath, holding a piece of string...

Jim

TJP said...

It reaches a point where it's just cheesy. I don't think the ad was intended to be judged for its comedic value, like some of the wimmin-n-gunz pictures that float around the Internet.

This is the same argument that goes on at least twice a year in the letters pages of the Blue Press. Then they took on a model--who apparently is a daughter of a staffer--and not only could she actually shoot the weapon she wore, but she was remarkably popular despite the fact that she didn't appear in her underwear, or a tube-sock with arm holes cut in it.

So my conclusion is that sometimes being over-the-top doesn't really translate to more eyeball prints on the page, and if it does, they will be mostly concentrated in an area where the company's name does not appear.

Anonymous said...

http://tinyurl.com/bcqq7w

1911Man said...

Couple months ago, the Editor of SWAT mag and his daughter were classmates of mine at a Pat Rogers carbine class in AZ. The daughter took two rounds of just-ejected-hot brass from her neighbor's gun down the buttcrack of her jeans, and she never flinched - just stayed on target and kept on shootin'. Everybody, including Pat, was impressed by her grit. The next day, she admitted to second degree burns which we were not allowed to see.

Maybe LaRue could get HER to be in an ad.

LaRue makes outstanding gear; I was using a LaRue mount under my Aimpoint T1 in the class.

Anonymous said...

I knew I was getting older when I saw that ad in SWAT and became embarrassed even though I was alone. :-)

Shootin' Buddy

Tam said...

Anon 1:47

The irony only gets better if you know why we were on the lake with a pro photog that day in the first place...

Jay G said...

What bothers me more than anything is when some gun company poses a model with a gun and her finger is on the trigger.

Drives me nuts.

Violating the four rules is not going to sell me your product. I cease caring about how attractive the model may or may not be when they are posed in an unsafe manner.

It goes DOUBLE when they do a video of some scantily clad vixen actually firing a weapon without
a) ear protection;
b) eye protection; and/or
c) proper attire.

Call me the safety Nazi if you must, but there's just nothing sexy about a potential ND...

{/curmudgeon}

Noah D said...

Yup, I knew I was getting older (re: Shootin' Buddy) when there was a Terminator promo pic of Summer Glau holding a Glock of some variety, and my first* thought was 'FINGER OFF THE DAMN TRIGGER!'

*Okay, it was competing for first.

TheRock said...

Anon at 1:47 - the famous Tamara picture from the old days at TFL; haven't seen that in a coon's age.

LaRue makes good gear as does Dillon; and usually they manage to keep the advertising tasteful.

Sometimes I wish they would tone it down a bit.

I remember reading that review in SWAT about the lady who attended a Pat Rogers class and got hot brass in a fun place; I laughed when I read it since I've been there as well - got a great burn on my neck from a piece of .45 brass that hung up on my AR buttstock during a transition drill in Pat's class as well.

Tony said...

Umm...

Where might one see some of those old ads, online? Purely for research purposes, of course. :)

DirtCrashr said...

At least they're not *embossed* to "enhance" the image - like they do to the covers of ladies soft-porn Romance Novels. Have you ever seen those?

perlhaqr said...

The irony only gets better if you know why we were on the lake with a pro photog that day in the first place..

Story time! Story time! :D